From The North, Big Bad Wolf’s Book Sale Moves South

The TriNoma Activity Center in Quezon City was buzzing with energy earlier this month as book lovers from all over flocked to the Big Bad Wolf book sale. Timed with Buwan ng Wika, the event focused on showcasing Filipino authors and publishers, highlighting stories that resonate with the local community.

With over two million books available, the TriNoma sale was a major event for book enthusiasts. But as the sale ended on August 15, it became clear that Big Bad Wolf’s efforts to reach more readers were far from over. Next, Big Bad Wolf heads to the Filinvest Tent in Alabang, Muntinlupa City, from August 23 to September 1. This new stop aims to make books more accessible to a broader audience, attracting not only readers from the South but also those from nearby areas eager to explore the vast selection.

Beyond just selling books, Big Bad Wolf is on a mission to reach 1 million new readers. By setting up in public spaces like shopping malls, they make books available to people who might not have been looking for them. With free admission, it’s easy for anyone to walk in and explore. Most visitors don’t leave with just one book—on average, they buy about eight. As co-founder Jacqueline Ng points out, “People often buy not just for themselves, but for friends and family. That’s how we reach new readers—one book at a time, shared with others.”

This approach reflects Big Bad Wolf’s larger goal: to create a reading culture that spreads naturally, with each reader encouraging others to read. As Big Bad Wolf expands across the Philippines, this mission becomes even more important.

Looking at the future of reading in the Philippines, especially among the younger generation, Ng is hopeful. “Filipinos love to read,” she says. “What’s special here is that Filipinos read in English, unlike in many other countries where we’ve been.” This fluency in English has shaped the local market, with strong interest in adult titles, self-help books, and educational materials. Co-founder Carol Chuaying has also noticed a growing trend towards self-help books, driven by an increasing focus on mental health. “People find comfort in self-help books because they offer guidance during tough times,” she explains. “A lot of people find comfort in self-help books that help them address their issues.”

This year, Big Bad Wolf also opened its doors to Filipino independent publishers, offering even more variety and giving smaller publishers a chance to reach a larger audience. At the TriNoma sale, local publishers showcased a wide range of Filipino literature, celebrating the country’s rich storytelling tradition. This focus on local stories is expected to continue in Alabang, reflecting the different tastes and interests of the community.

The move from the north to the south of Manila is more than just a change in location. It highlights Big Bad Wolf’s commitment to reaching diverse readers across the country, providing them with opportunities to explore, learn, and connect through books.

Follow Big Bad Wolf on Instagram at @bbwbooksph